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Gap: Downtown L.A Studio

Just like looking at other people’s houses on The Selby, I think we’re all more than a bit interested in looking into someone else’s denim design studio too! Well the guys at The Gap 1969 studio in L.A have invited us to take a look…

Last year, San Francisco-based Gap opened up a design studio for their 1969 denim brand in Downtown near the Convention Center. Their new home is the basis for a new marketing campaign called “1969: L.A. and Beyond.” The Los Angeles Times reported the company’s move to a 5,400-square-foot design office on West Pico Blvd was intended to boost the cred of Gap’s jeans brand, since so much denim is produced and designed in LA.

“Once a cigar factory, the vast and open loft studio is based in the heart of the garment district on West Pico Boulevard in downtown Los Angeles,” says a press release from the company. “This Gap denim epicenter is an ever-changing canvas for ideas, featuring art books, mood boards, vintage buttons, Japanese work wear catalogues and back issues of surfer magazines, set against a backdrop of sun-filled floor-to-ceiling bay windows.” 

Gap’s 1969: LA and Beyond fall 2011 campaign has cast real people, and will be based primarily online, with national magazines and point-of-sale media as supporting media, says the company. The new campaign will be rolling out on the brand’s Facebook page and other online destinations magazines including Glamour, GQ, InStyle, People StyleWatch and Vogue.

Chief marketing officer Seth Farbman says:
‘We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe.’

Led by creative director Rosella Giuliani (formerly vice president of design and merchandising at Seven For All Mankind),  the 1969 design team is a collective of artists, musicians, action sports junkies and trendsetters and you can get to know them all by checking out their videos on the facebook page.

Here is one of the videos showing an overview of the studio and team:

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